TEAM : FOUNTAIN HEADS

DILIPKUMAR K K 31012

PAPPALA SIDDHARTHA 31024

PRADEEPKUMAR M 31025

PRADHEEP M 31026

SWATHY G 31046

PRETHIVE I 31060

GOKULVASANTH 31120

HDFC LIFE #StandUpOnTwitter

The social media campaign “Stand Up On Twitter” for

the brand HDFC Life Insurance had three objectives:

• To drive awareness of the benefits of Insurance to the

people across the social media platforms.

• To recruit new customers for its insurance policies.

• Build a rapport of the HDFC Life Insurance in the

market.

OBJECTIVES OF THE CAMPAIGN

PLATFORMS

• 10k Tweets received on Friday, 9th January, the day of live comedy act

• 20k Tweets received over 1 week

• #StandUpOnTwitter trended on twitter India for entire, more than 4 hour

@ 1st position

• Highest rate of engagement on 9TH Jan due to live streaming

• #StandUpOnTwitter videos received 2lakh plus view on YouTube

(Inclusive of FB)

• Promo had 94k views

• Kunal Kamra’s (Standup comedian) on investments had 71k views on

YouTube

HOW VIRAL IT WAS?

TARGET GROUP

22.2 Million Users

For engaging the people and letting them participate in the campaign, the theme of the campaign was decided to be funny. It chose to reach out to the

masses via stand-up comedy on Twitter.

• To reach out to the masses and convince them to engage in the campaign, Twitter was chosen as the medium.

• The whole campaign was leveraged on stand-up comedy. For this, the hilarious stand-up comedian trio – Azeem Banatwalla, Karunesh Talwar

and Kunal Kamra were involved.

• The theme for the comedy act for the whole campaign was “bad investments”. It was kept in order to attract people for the campaign.

• Since the campaign was planned for one day; there was a buzz created on the social media platforms (Facebook, Twitter and YouTube) two days

prior only.

STRATEGY OF THE CAMPAIGN

• There were two contests executed in the two days of the campaign. One

was to change a given name of a movie with something quirky related to

investment. For example, Hum Dil De Chuke Sanam was changed to Hum

Premium De Chuke Sanam. The second one was to share their weirdest

selfies along with the hashtag #StandUpOnTwitter.

• To invite more people for participation, a gift voucher every 10 minutes

and one Ipad mini as the grand prize was announced as gratification.

• On the day of the campaign, the stand-up comedians took over. Their

performances were streamed live for the people.

• The trio of the comedians also invited people to ask questions related to

‘bad investments’ using the campaign hashtag #StandUpOnTwitter with

the promise of sharing funny video responses to them.

STRATEGY OF THE CAMPAIGN

• “#StandUpOnTwitter A 4 crore chess set made up of crystals!” So tell us about your insane investments and grab vouchers after every 10 minutes.

• Funny Face cracked you up! Tweet us your selfie that best matches this impression, see how you win!

• Are you all having a gala time! RT and spread the laughter #StandUpOnTwitter

• @HDFCLIFE If Iceland has ice, does Finland have fins? #StandUpOnTwitter

• @HDFCLIFE #StandUpOnTwitter If electricity comes from electrons, does morality comes from morons?

• Here you go @GabbbarSingh ! Your finance query has been responded #StandUpOnTwitter

KEY MESSAGES OF THE

CAMPAIGN

KEY CREATIVES

WHAT WORKED OUT WELL?

• The main platform levied for connecting with people and discussing the

issue was decided to be Twitter, which was appropriate for reaching out to

the masses.

• The buzz created for the main campaign with contest and big gratification

encouraged a lot of people to participate and engage in the campaign.

• The theme of the campaign actually attracted a lot of people. People do

not like serious campaigns every time. This concept mainly got the

maximum mileage to the campaign.

• The timings of the campaign at the time near to the tax filing dates also

convinced people to engage as they were also looking for some smart

investments solutions to save their tax.

WHAT WORKED IN THE

CAMPAIGN

• Salary to the professional standup comedians

• Media Advertisements

INVESTMENT

DURATION

• The whole idea of Stand-Up comedy was really liked by the people.

Audience in a large number participated and engaged in the campaign.

• The hashtag of the campaign #StandUp on Twitter trended on the charts

of Twitter continuously for 11 hours on the day of the campaign.

• People started sharing the videos and asking funny questions about

investments to the stand-up comedians.

• People participated and the organizers received loads of entries in the

contest.

METRICS

https://www.youtube.com/watch?v=5Xb6t4GLARg

#STANDUPONTWITTER